When Fiat launched the Idea Minivan in September 2005, the market was taken by two poweful brands, with tradition in the premium models. If we created an ordinary campaign, we´d be a “me too” in the segment. So we chose something bolder, more emotional in tone, less rational. Instead of showing the features of the Idea we invited the consumer to enjoy life. We didn´t sell a car, but behaviour. The campaign “Hey it´s time you have a Fiat Idea” changed for good the car advertising in Brazil, caused great awareness and placed the Idea in a category of its own.

Summer was taken by the striking campaign soundtrack, that turned out a Brazilian hit. Media actions broke the indifference barrier showing non daily routine attitudes. Huge building pannels displayed a white collar man sliding down a rope, entering an Idea. Inflatable and dressed cars took the streets for good arousing curiosity. Idea billboards showed the car´s wide sky dome.That was also reproduced in planes´s windows as well. There were 300 pieces of on-line advertising. And 1,000,000 clics on the Idea site. A playful site by the way. The TV launching synchronised 4 broadcasts and reached 40 million viewers.